In the framework of the PrintCity Alliance / f.mp. shared PRINTplusX Project, over 100 representatives from all segments of the graphic arts industry met at the first two Workshops in Augsburg (10 July) and Hamburg (15 July) to discuss the possibilities of Value Added Printing.
The main focus was on the impact and benefit of high-quality print products for differentiating and positioning brands and products.
"The project and the workshop concept are obviously just what the industry was waiting for." That is the first conclusion drawn by Anke Böckmann (UPM), the PRINTplusX Project Manager for PrintCity. "One thing became very clear: there's a great demand for expertise and for an exchange of experience and information between all concerned."
This view is also confirmed by Martin R. Rossmeissl, Head of Production at Publicis in Hamburg: "All the players involved gained a better understanding of the (creative) idea. In future Publicis customer projects, we will definitely make even greater use of the expertise of all the project partners in order to optimally present the value of our customers' brands and also convey it emotionally. There's no question of just using value added techniques for the sake of ‘value added’."
The morning was devoted to examining value added printing from different angles. Anne Unger from Anne Unger Kommunikation spoke about "Print as a Medium for Positioning, Differentiating and Branding", after which Josef Handlos from Pantos Werbeagentur presented "The Road from the Idea to the Product" in an advertising agency. Klaus Valet from Hammesfahr printers examined "The Changed Role of Printers in the Media World". His conclusion: "Value Added Printing is an opportunity for the printing industry".
Also presented were the initial results of a diploma paper on the measurability of added value, which is currently being prepared in collaboration with Stuttgart Media University (Hochschule der Medien).
The diverse possibilities offered by finishing technologies and materials were subsequently actively elaborated on the basis of concrete cases in small working groups. The results of these creative efforts were then discussed, particularly as regards their technical and economic feasibility.
"I particularly liked the creative exchange of experience in the Workshop Groups. The great variety of suggestions I heard during the presentation of the results gave me a number of new ideas for print finishing," says Jörg Nagel (media production professional) from Philipp und Keuntje. "A mastery of this finishing toolkit is indispensable for picking just the right solution in a specific instance."
For more information, go to: www.PRINTplusX.com Details of the agenda can be found at: www.PRINTplusX.com/de/agenda .
The next Workshops in the series: 14 August in Offenbach 19 August in EssenThere are still a few places for both events.
Kindly register via contact@PRINTplusX.org or by telephone on +49 821 24654-0.
PRINTplusX is a joint project of PrintCity and the f:mp. (Fachverband Medienproduktioner e.V.) media marketing organisation. The project targets brand owners, industry, publishing houses, agencies and printers, its aim being to present the possibilities of Value Added Printing and make the added value of high-quality print products both demonstrable and measurable.A communication platform for all the players involved in the process is created through workshops and the Internet.
PrintCity Alliance Media Contact: David Stamp, Director of Marketing & Communications E: firstname.lastname@example.org T: +44 15242 76425 M: +49 172 1010929
About Fachverband Medienproduktioner (f:mp.)The media production professional plays an essential role as the central interface in the entire publishing process. f:mp. e.V. is an independent expert association that supports media production professionals in their daily work. One of the essential tasks of f:mp. is to provide vocational training and continuing education regarding every aspect of media and management knowledge in connection with media production. With its programme for vocational training as a "Certified Media Production Professional/f:mp.", the association offers the only possibility for obtaining a recognised certificate in Germany.
In addition, f:mp. makes a decisive contribution to the development of industry trends and offers possibilities for further expanding the basic technical competence and time-proven expert knowledge of media production professionals and applying it in day-to-day professional activity. However, media production and communication, in particular, also play a key role in the overall campaign process of a dialogue measure. Consequently, f:mp. e.V. will in future focus its attention even more on the future-oriented segment of dialogue marketing.
45 sustaining members currently support f:mp. and its activities. For a list of the sustaining members, go to http://www.f-mp.de/content/partner/ .
About PrintCityPrintCity is a Strategic Alliance that shares worldwide expertise from independent companies in the graphic arts industry. Members work together in partnerships within a complete workflow - from pre-press to press to post-press - across the packaging, commercial and publishing sectors. PrintCity was founded in 1998 and is an established long-term alliance, representing businesses active in all global markets.
More information on PrintCity Alliance projects, events and seminars can be found at www.printcity.de .